Marketing Optimization

A Marketing Dollar is a Terrible Thing to Waste

A guiding principle at Wiland—one that informs everything we do for our clients—is that better data should lead to better results. We believe that every campaign, every mailing, every promotion must perform better than the one before, because it will have been informed by data from previous efforts.

So in an era when organizations generate an abundance of data (some would say an overabundance), it is crucial to harness that data to optimize the marketing for measurably better results.

With years of data management and statistical analysis applied across numerous sectors, we have developed the resources to help our clients optimize their marketing in remarkable ways. Whether it’s the sophisticated predictive analytics we use to score and segment direct mail audiences, or providing guidance on the proportional bidding in programmatic display, we give our clients a highly competitive edge through innovative, intelligence-driven optimization solutions.

Marketing Budget Optimization™

All marketers and fundraisers see suboptimal results in their campaigns by continuing to spend precious marketing dollars on unresponsive prospects. However, direct mail marketing waste is preventable. Wiland offers a proven way to improve the response rates and performance of our clients’ campaigns.

Marketing Budget Optimization™ from Wiland eliminates marketing waste and helps marketers and fundraisers achieve their most ambitious marketing goals. We combine our vast consumer spending data and sophisticated predictive analytics to score a client’s net file and identify the underperforming segments that can be safely cut from the mailing. This enables the replacement of underperforming names with more responsive Wiland names—high long-term value prospects who will make multiple purchases or donations. Clients also have the option to reduce mailing size with the savings going to the bottom line or funding marketing in other channels.

Customer Lifecycle Segmentation and Modeling

Wiland clients enjoy a competitive edge by knowing the likely migration path of different cohorts among their customers. Our proprietary Customer Lifecycle Segmentation and Modeling solution identifies the lifecycle segments within a client’s file, and then map the likely trajectory of each customer in every segment. This enables deployment of optimal offers and marketing treatments that lead to a better response. There are two steps to the process:

Step One: Lifecycle Segmentation

We begin by working with you to identify key lifecycle segments within your customer file, differentiating individuals based on recency, frequency, and high- versus low-value as determined by their known spending patterns. Customers are assigned to lifecycle segments, and then further analyzed based on their transactional activity across the thousands of other brands in the Wiland Database. This enables us to identify the most likely migration path for your customers and their future transactional behaviors.

If CRM is the engine that drives customer engagement, Wiland Customer Lifecycle Segmentation and Modeling is the high-octane additive that makes that engine perform like a champion.

Step Two: Migration Modeling

We build predictive models that maximize the value and profit potential of customers within each lifecycle segment. This enables you to target and optimize marketing treatments for greater immediate response while also cultivating long-term customer value. With this ability to see the future trajectory of millions of customers, you can drive engagement, increase conversions, and reduce waste in all marketing channels.

Interested in how your current marketing can be further optimized? Let’s talk.

Getting Started

Optimize your current marketing efforts. Contact us to learn more!

Thank you for contacting us. Your information was submitted, and we will be in touch as soon as possible!

Contact Us to Get Started!

Latest Blog Post

It is already axiomatic that agencies are under tremendous pressure to evolve. Brands are taking much of marketing and advertising in-house, demanding more stringent accountability. Boutique digital shops are giving…